Now’s the time to include some of that CRO magic in your paid search ads.

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Before the prospect’s eyes descend to your description line. You’re effectively ensuring that more people see your call to action, which, when done well, will improve your CTR.TL;DRIf you’ve created interest by appealing to the searcher’s intent with your first headline, the second headline should be a call to action: after all, most people only read headlines anyway!(Note: The best practices here for Responsive Search Ads are a bit different, since you don’t always know what order Google will display your headlines.)ETA Sin And3: Sacrificing quality for the sake of brevity in your description lineFor my money, this one’s the most important thing on the entire list, and it’s at the root of everything else I’ve mentioned to this point.Every standard text ad best-practice or strategy you’ve deployed or read about was predicated on stingy character constraints.

Instead of being able to provide prospects with detailed value propositions and precise calls to Benin WhatsApp Number action, you’ve been forced to make concessions.settling for bad ad copy in your eta is foolishFor the same reasons, many advertisers have long avoided including features like countdown timers because, well, the character constraints made it too difficult.Now, thanks to Expanded Text Ads, you’ve got the opportunity to share a more powerful message with your prospects: please don’t waste it by stitching your old ads together instead of coming up with something new.Instead, you should…Flex your copywriting muscles.The increased character count means the days of “buy now,” “best,” and “ends soon” are in the rear view mirror.





Instead, you can write ads that relate to your actual offering more organically. You can avoid vagueness, you can differentiate from the competition, by simply working your USP (Unique Selling Proposition) into your paid search ads.how to replace brief ad copy in expanded text adsAnd the best way to get started? Use your landing page and website copy in your PPC campaigns.If your battle-tested landing pages were written by a professional copywriter

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